Pay-Per-Click Advertising – NicheLabs, LLChttps://www.nichelabs.com
Just another Nichelabs websiteThu, 25 Feb 2016 12:17:22 +0000en-US
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1 It Seemed Like a Good Idea at the Time – Make Top SEO Agency Programs Accountablehttps://www.nichelabs.com/search-engine-optimization/it-seemed-like-a-good-idea-at-the-time-make-top-seo-agency-programs-accountable/
Tue, 16 Feb 2016 12:16:37 +0000https://www.nichelabs.com/?p=2358You thought that an SEO campaign or a paid Search campaign like Google AdWords or Facebook was a good idea? You had business colleagues tell you it was working for them? You read something on one of your industry blogs or newsletters that an SEO campaign has become a necessity while traditional media effectiveness erodes? […]

You thought that an SEO campaign or a paid Search campaign like Google AdWords or Facebook was a good idea? You had business colleagues tell you it was working for them? You read something on one of your industry blogs or newsletters that an SEO campaign has become a necessity while traditional media effectiveness erodes?

So why are you having your doubts?

Talking with colleagues last week, it was fascinating how many businesses don’t have the results of their SEO programs — either because they don’t have reporting, or they don’t understand the reporting they receive. Terms like SERP, domain authority, CPC and CTR are confusing. Yes, digital marketing has a language different from traditional media’s TV, radio and newspaper impressions and reach (which are based on estimates from research sampling). Such terms are replaced by digital marketing or internet marketing’s overload of numbers — Google page ranking to the amount of time a visitor spent on your website, what pages they viewed, did they fill out a form. What type of website did they come from before viewing your site. Lots of data.

The key is to have the right data for your business. You want more customers, clients and patients. Period. The other measurements are details that your marketing person or marketing agency should deal with.

We agree. That’s why we direct all of our clients to use call tracking along with website form-fill tracking. Regardless of how many people viewed 3 or more pages on your website, you want the phone to ring and to do more business.

Chances are your phone system can do this. Our friend Paul Mancini has shown our clients that use ShoreTel phone systems that the reporting already exists; they just hadn’t understood how to use it.

Regardless of your phone system, any top SEO agency like NicheLabs can implement an inexpensive dynamic call tracking system so that you know how many calls to your office were from people who found you via Google, via a paid Search program or any number of unique advertising channels you want to track.

An added benefit is that the calls can be recorded for training or evaluation. And for our medical clients, the calls are stored and accessibility to the calls is HIPAA compliant.

Yes, you can know how to quantify, validate and verify that your digital marketing programs are working. As one of my favorite business advisors, W. Edwards Deming said, “Without data, you’re just another person with an opinion.”

While there’s hardcore data, much of which an SEO agency would use to update and modify its Search programs, there’s high level data that can be trended so that business owners know if what seemed like a good idea before truly is a good idea.

To speak with a NicheLabs professional, send us an email using our website contact form, or give us a call at 888.978.9254. We look forward to talking with you.

]]>The Alternative to Hiring (Another) Marketing Person for SEO, Google AdWords, or Social Mediahttps://www.nichelabs.com/social-media-marketing/the-alternative-to-hiring-another-marketing-person-for-seo-google-adwords-or-social-media/
Tue, 06 Oct 2015 14:00:05 +0000https://www.nichelabs.com/?p=2266The reality for mid-sized businesses is that the need for marketing to sustain and grow revenues is great, while the availability of resources is not. Duh. The same applies to employee compensation, R&D and new equipment, not just marketing and SEO. While many professional services continue to use trade shows and networking to find new […]

The reality for mid-sized businesses is that the need for marketing to sustain and grow revenues is great, while the availability of resources is not. Duh. The same applies to employee compensation, R&D and new equipment, not just marketing and SEO.

While many professional services continue to use trade shows and networking to find new customers, few are left thinking that they can generate enough leads, customers and revenue without crossing paths with their website, or online marketing with Google, LinkedIn, Facebook et al.

In the same week that I had an insightful discussion with Chris Jann of Medicus I had a similar conversation with Sam Divine of Cross Atlantic Business Advisors. Chris offers managed IT services, and Sam provides financial and business consulting. Both spoke about how businesses needed people committed to their success without growing payroll in a way the hurts profitability.

Whether Medicus is ensuring the security of a network, Cross Atlantic is analyzing financial performance, or NicheLabs is generating leads using SEO and Google AdWords, we agreed that being “committed to clients’ success” is very different from “doing what you were asked to do.” Clients’ success reflected a holistic approach and being proactive; doing what you were asked is focused and reactive.

Virtual CMO vs Fractional CMO

Several years ago, consultants for small/mids labeled themselves as fractional CIOs, fractional CFOs and fractional CMOs. In reality, the terminology didn’t click. The “fractional” was viewed as a part-timer who was not fully committed.

What Chris, Sam and I spoke of was the role of a virtual CIO, virtual CFO and virtual CMO. Each is committed to your success — goal oriented instead of allocated time weekly or monthly. A virtual CMO is committed to SEO generated calls or completed online forms or website traffic instead of x hours/week doing an SEO program. Results or hours? Proactive or reactive?

The three of us agree that our being committed to our clients’ success is paramount. Otherwise, we are simply a tactical vendor.
To learn more about NicheLabs’ virtual CMO service as part of our Agency Support service, which include Google SEO and AdWords, social media marketing, email campaigns, and website design and development, please call us at 888.978.9254 or complete our website contact form.

]]>Mobile ad spending in the US is up, up, up!https://www.nichelabs.com/mobile-website/mobile-ad-spending-in-the-us-is-up-up-up-2/
Fri, 17 Oct 2014 19:04:59 +0000https://www.nichelabs.com/?p=480According to eMarketer.com, in 2012, mobile advertising was up 220% in the US. This figure includes both display advertising and PPC search advertising. Display ads are brand-building ads, with text, logo and graphics, aimed more at getting your company’s name out there than actual conversions. PPC (Pay Per Click) ads, on the other hand, are […]

According to eMarketer.com, in 2012, mobile advertising was up 220% in the US. This figure includes both display advertising and PPC search advertising.

Display ads are brand-building ads, with text, logo and graphics, aimed more at getting your company’s name out there than actual conversions. PPC (Pay Per Click) ads, on the other hand, are those all-text “Sponsored Links” that appear at the top of search engine results pages. The most popular PPC service is Google AdWords.

Many advertisers use a combination of the two because display ads, which appear on websites, when clicked on, push people toward another website, whereas PPC search ads pull people who are actively looking and potentially ready to buy to a closely related website.

In dollar terms, this represents $8.4 billion spent on mobile advertising in one year in the US. By 2016, eMarketer.com estimates mobile ad spending in the US and Canada to be $21.39 billion.

What local businesses need to know.

If someone does a keyword mobile search for a particular service or type of business, the organic (unpaid) results that will show up first on his mobile device will be local. The PPC ads that will show up just above or alongside the organic results will also be local.

What is most exciting for local businesses is that mobile PPC advertising now includes “Click to Call.” If you have purchased a PPC “Click to Call” ad, when someone clicks on it, he will automatically be connected to your chosen phone number, not your website, thus bringing him one step closer to doing business with you. Your customer pays nothing. You pay per click, your price depending on the competiveness of the keyword you have chosen.

]]>NicheLabs Chosen to Design Marketing Collateral and Website for Southwest Florida Law Firmhttps://www.nichelabs.com/website_design/nichelabs-chosen-to-design-marketing-collateral-and-website-for-southwest-florida-law-firm/
Tue, 23 Sep 2014 19:18:09 +0000https://www.nichelabs.com/?p=1403About the Company: Lindsay Allen Law is a full-service law firm serving Southwest Florida including Naples, Marco Island, Bonita Springs, Cape Coral, and Fort Myers. Accomplished lawyers Joe Lindsay and Todd B. Allen, have joined forces to offer their combined years of experience in multiple areas to the community. Practicing in the areas of Probate, […]

Lindsay Allen Law is a full-service law firm serving Southwest Florida including Naples, Marco Island, Bonita Springs, Cape Coral, and Fort Myers. Accomplished lawyers Joe Lindsay and Todd B. Allen, have joined forces to offer their combined years of experience in multiple areas to the community. Practicing in the areas of Probate, Estate Planning, Real Estate, Litigation, Community Association, and Bussiness/Corporate Law, Lindsay Allen Law does things differently. Their clients can count on them to be responsive and trustworthy.

Joe is the founder of The Lindsay Law Firm and has 14 years of experience in the probate process and extensive knowledge of estate planning. He has represented clients in negotiation of high value business transactions and in planning multi-million dollar estates. Todd B. Allen had focused his practice on representing clients in the areas of real estate, condominium and homeowners’ association, bankruptcy, and litigation.

Client Challenges & Goals:

Lindsay Allen Law needs a website that will encourage potential prospects to call, email, and follow them on their social media channels. They need a fresh design that showcases their expertise in the field. It is important to them that they can add, edit, and delete pages and content without the help of a developer. Lindsay Allen Law understands the importance of an online presence and easily being found through online search.

NicheLabs Proposed Solution for Lindsay Allen Law:

NicheLabs was hired to not only design and develop the Lindsay Allen Law website, but also to design their logo and all of their marketing collateral-including their new business cards, envelopes, and letterhead. We will be providing them with a website built in WordPress a Content Management System (CMS) that will allow them to make changes to their site themselves. We will also be setting up Pay-Per-Click Ads (PPC) campaign and providing Search Engine Optimization (SEO) services to ensure they are found online for competitive search terms. The site will have a sophisticated look to match their new brand we helped develop for them. Their new site is slated to launch mid-November 2014.

]]>How Much Can I Charge for Online Advertising?https://www.nichelabs.com/marketing-counsel/how-much-can-i-charge-for-online-advertising/
Fri, 27 Sep 2013 21:16:09 +0000https://www.nichelabs.com/?p=862Small business owners often seek our advice regarding how much they can and should charge for advertising on their website. The short answer is, “It depends.”

First, determine the value of your online real estate.

The amount of visibility, website traffic and type of content all factor into the value of your website to potential advertisers. When determining the amount you can charge for advertising, ask yourself the following questions.

Small business owners often seek our advice regarding how much they can and should charge for advertising on their website. The short answer is, “It depends.”

First, determine the value of your online real estate.

The amount of visibility, website traffic and type of content all factor into the value of your website to potential advertisers. When determining the amount you can charge for advertising, ask yourself the following questions.

How visible is my company’s website when potential customers are searching online for businesses in my industry? What is my page rank and how does my rank compare to my competitors?

How many visitors does my website receive on a daily, weekly and monthly basis? How does my traffic vary by page (thus the amount I can charge per page)?

What is the marketability and reach of the content housed on my website? Does my content appeal to a niche market, or does it attract visitors across demographics and markets? Is my content search engine optimized?

Next, chose your pricing structure.

The amount you can charge for advertising is influenced by several factors, including:

Size of ad

Placement (where the ad will live on your website, i.e. top half of page or bottom, etc.)

Appearance (how the ad will appear to visitors, i.e. will the ad be static or rotate through various ads)

Ad type (Will you charge advertisers when visitors click on their banner ads (cost-per-click or CPC) or will you charge per impression based on the number of visitors to your pages?)

Quantity of ads (Is your goal quantity of ads and advertisers or quality?)

The following image of Entrepreneur’s Pay-per-Click ROI Calculator is designed with the advertiser in mind, but if you determine your cost-per-click and experiment with the clicks you expect to sell (Clicks Purchased), you can determine your Total Campaign Cost, or the amount you charge advertisers.

Using the above ROI calculator, if you charge an advertiser $2.50 per click, and your advertiser’s banner ad receives ten clicks per month, then you can earn $25 per month per page for just one banner ad.

The same logic applies for an impression-based rate structure. If you charge an advertiser $.10 per impression for a keyword that appears on your website and your page gets 1,000 visits per month, then you can charge $100 per month per advertiser to place a banner ad on that page.

Google AdWord’s weighted average approach to CPC ad pricing fluctuates based on a number of factors.

They enable advertisers to select their daily budgets.

Google receives revenue only when advertisers’ ads are clicked, not just displayed.

Google automates its CPC prices by enabling advertisers to select the maximum amount they are willing to pay for each customer that clicks. This bid impacts how high or low ads appear on the search results page and, ultimately, how often their target audience will notice and click their ads.

In reality, there is no “one size fits all” approach to determining the ideal mix of advertising revenue components. Industry, target market, competition and the preservation of your brand must all factor into your decision.

NicheLabs can work with you to determine a customized online advertising mix to help you reach revenue targets while protecting your brand image. If you are interested in learning more about selling advertising on your website or if you would like to know what your page rank is vis-à-vis your competitors, email us at sales@nichelabs.com, or call 888.978.9254.

As we continue to feature digital marketing advancements, connect with us on Facebook and Twitter to receive alerts when new information posts, or subscribe to our monthly newsletter to read summaries of our monthly posts.

]]>World leader in saline chlorination selects Atlanta website design firm NicheLabs to help step up its marketinghttps://www.nichelabs.com/website_design/world-leader-in-saline-chlorination-selects-atlanta-website-design-firm-nichelabs-to-help-step-up-its-marketing/
Thu, 14 Feb 2013 14:03:13 +0000https://www.nichelabs.com/?p=489ChlorKing Incorporated, the world leader in saline chlorination, has changed the way commercial pools and spas are managed. With two patents and a third on the way, management decided it was time to change their strategy and their website and chose Atlanta website design firm NicheLabs to do the job.

ChlorKing has developed an on-site chlorinator that eliminates the need for expensive and potentially unsafe chemicals to control bacteria and algae. The current website was geared to educating American managers of commercial pools and spas about the technology and convincing them to consider it as a safer alternative to conventional chlorination.

ChlorKing Incorporated, the world leader in saline chlorination, has changed the way commercial pools and spas are managed. With two patents and a third on the way, management decided it was time to change their strategy and their website and chose Atlanta website design firm NicheLabs to do the job.

ChlorKing has developed an on-site chlorinator that eliminates the need for expensive and potentially unsafe chemicals to control bacteria and algae. The current website was geared to educating American managers of commercial pools and spas about the technology and convincing them to consider it as a safer alternative to conventional chlorination.

Used successfully for 20 years in other countries, ChlorKing technology has now become accepted in the US, used by some of the biggest names in the US hospitality and fitness industries, including Disney, Lifetime Fitness, health clubs across the country and every hotel on Waikiki Beach, as well as universities, hospitals and military bases.

“Our current site focuses on our process,” said Steve Pearce, Vice President, “but now that our technology is generally accepted, we want to focus more on our products.”

The goal is a fresher look with a content management system (CMS) such as WordPress that will allow ChlorKing’s own people to make regular website updates on their own. With so many US clients, the site will also feature shots of some of its more impressive US installations.

ChlorKing Incorporated is a privately held company headquartered in Norcross, GA, led by its South African founder and CEO David S. von Broembsen.

Atlanta website design firm NicheLabs has been managing ChlorKing’s SEO and PPC for the past two years. ChlorKing chose NicheLabs for its website redesign based on the quality and results of that ongoing work.

]]>Mobile ad spending in the US is up, up, up!https://www.nichelabs.com/marketing-counsel/mobile-ad-spending-in-the-us-is-up-up-up/
Fri, 18 Jan 2013 16:20:46 +0000https://www.nichelabs.com/?p=482According to eMarketer.com, in 2012, mobile advertising was up 220% in the US. This figure includes both display advertising and PPC search advertising.

Display ads are brand-building ads, with text, logo and graphics, aimed more at getting your company's name out there than actual conversions. PPC (Pay Per Click) ads, on the other hand, are those all-text "Sponsored Links" that appear at the top of search engine results pages. The most popular PPC service is Google AdWords.

According to eMarketer.com, in 2012, mobile advertising was up 220% in the US. This figure includes both display advertising and PPC search advertising.

Display ads are brand-building ads, with text, logo and graphics, aimed more at getting your company’s name out there than actual conversions. PPC (Pay Per Click) ads, on the other hand, are those all-text “Sponsored Links” that appear at the top of search engine results pages. The most popular PPC service is Google AdWords.

Many advertisers use a combination of the two because display ads, which appear on websites, when clicked on, push people toward another website, whereas PPC search ads pull people who are actively looking and potentially ready to buy to a closely related website.

In dollar terms, this represents $8.4 billion spent on mobile advertising in one year in the US. By 2016, eMarketer.com estimates mobile ad spending in the US and Canada to be $21.39 billion.

What local businesses need to know.

If someone does a keyword mobile search for a particular service or type of business, the organic (unpaid) results that will show up first on his mobile device will be local. The PPC ads that will show up just above or alongside the organic results will also be local.

What is most exciting for local businesses is that mobile PPC advertising now includes “Click to Call.” If you have purchased a PPC “Click to Call” ad, when someone clicks on it, he will automatically be connected to your chosen phone number, not your website, thus bringing him one step closer to doing business with you. Your customer pays nothing. You pay per click, your price depending on the competiveness of the keyword you have chosen.

Now what?

If we needed any more proof of the growing importance of mobile to online marketers, this is certainly it. If you have a mobile website, we can help you decide if PPC “Click to Call” is right for you

If you are a local business and don’t yet have a mobile website, you are definitely missing out on opportunities to connect with customers. Either way, please email us at sales@nichelabs.com or call 866.413.7952.